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Rebranding


Introduction Right Moves for Youth is the only at risk youth program in Charlotte Mecklenburg schools that is dedicated to facilitating the development of life skills and career exploration in a school setting. Other programs for at risk youth focus on physical outlets, and academics, however Right Moves for Youth provides programs for students that incorporate these two elements, while re engaging students into school. By creating a support club within the school Right Moves for Youth is encouraging disengaged students to be engaged at school. “School connectedness has a significant impact on adolescent outcomes, including reducing risk-taking behavior� (Chapman, Buckley, Sheehan & Shochet, 2013). This is a direct connection to the success Right Moves for Youth has in decreasing the number of high school dropouts.


Table of Content Research

About Right Moves for Youth........................8 S.W.O.T Analysis............................................. Target Audience............................................... Competition.....................................................

Creative Process

Personas............................................................13 Mood Boards................................................... Logo Creation.................................................. Corporate Identity Development.................. Print Ad Development................................... Web Site Development................................... Televison Commercial Developement.......... Radio Broadcast Commercial Development

Style Guide

Logo Usage.......................................................16 Colors...............................................................18 Font...................................................................20 Images..............................................................21

Final Designs

Print Ads..........................................................25 Website............................................................. Social Media.................................................... Corporate Identity.......................................... Radio Broadcast Comercial.......................... Television Commercial..................................


Research


About Right Moves For Youth Right Moves for Youth’s main goal is to support youth who are at risk of dropping out of school (or not advancing), and provide them with sense of belonging in school. They provide these students with the tools and encouragement, to make better decisions that will affect their future in a positive way.

According to Boostup.org the national average of high school drop out is at 22%. (Statistics, para. 1) From the year 2011-2012, 97% of Right Moves for Youth members graduated from high school or were promoted to the next grade (Student Success, para.1). The effect this program could have on a national level is clear. If this program was placed in high schools across the nation there is no doubt that Right Moves for Youth can improve the nation by decreasing the high school drop out rate.


“School connectedness has a significant impact on adolescent outcomes, including reducing risk-taking behavior” (Chapman, Buckley, Sheehan & Shochet, 2013).

The target message this project will deliver is that Right Moves for Youth is helping children who are labeled as “at-risk” to make better decision changing their lives for the better, while improving the community. The reason for creating this campaign project is to appeal to donation givers and raise awareness of the positive outcome Right Moves for Youth has on at-risk youth, and the community as a whole. Buy attracting high profile donors that provide contributions to help fund the program, Right Moves for Youth will then be able to hire more staff, as well as facilitate more encouraging activities, and ultimately expand the brand to a national level.


Creative Process


Personas


Style Guide


Logo Usage Airely states, “Iconic designs that stand apart from the crowd have just one feature to help them stand out (Airely, 2010, pg. 37)�. Considering this, the graduation cap element was incorporated into the design giving the viewer an iconic symbol to make the new RMFY distinctive and memorable. In order for the brand to consistently communicate the core values and essence of what the RMFY organization stands for to its target audience the logo must communicate the theme of the project which expresses the success the RMFY brand has had and will continue to have in increasing the high school graduation. rate amongst at- risk youth.


The sizing and positioning of the logo is important in order to maintain optimum legibility. The logo should not display smaller than an inch in order to maintain all detail. There should always be a clear space and inch in width surrounding the logo. Examples of unacceptable usage would be switching colors and adding drop shadows.


Colors


By changing the colors of the organization from red, black, and white to blue, orange, and white, the colors of the brand can evoke emotions that are in line with the brand experience. The color Blue is important as it evokes productivity. “From a color psychology perspective, blue is reliable and responsible. This color exhibits an inner security and confidence. You can rely on it to take control and do the right thing in difficult times. It has a need for order and direction in its life, including its living and work spaces” (The Color Blue, para. 2). Orange is also a good representation for Right Moves for Youth as it evokes positivity. “Orange offers emotional strength in difficult times. It helps us to bounce back from disappointments and despair…”(The Color Orange. Para. 3). spirit” (The Color Orange. Para. 4). From a design stand point, blue and orange work out well as they complement one another. Because blue and orange are opposite on the color wheel, this makes them complementary colors. For the brand Right Moves for Youth blue and orange will work well because they stand for productivity, trust, confidence, optimism, and motivation, all of which are in line with the values of the Right Moves for Youth brand.


Typography “Typography is used to communicate tone of voice, personality, age, gender and mood, and it can be easily manipulated� (When Typography Speaks Louder Than Words, para. 23). The tone of the font for the Right Moves for Youth logo should reflect that of the organization and what it stands for. The fonts chosen for ad copy will reflect the tone of the copy and appeal to the target audience. For example the ad for the at-risk youth would reflect a more youthful tone in order to appeal to the youth. The ad for the volunteers, parents, and donors would reflect a more mature, business cooperate tone. The typography chosen for the campaign is Optima Extra Black, Italic, and Regular. This font was chosen because it is laid with out being too juvenile yet still professional enough to be corporate.

Heading Optima (Extra Black) Subheading Optima (italic)

Body Copy

Optima (regular)

Sample:

Join the right movement Because you are not a statistic

22% of Americans drop out of high school without receiving their diploma (Statistics, para. 1). At-risk youth are considered more likely to become a high school drop out and fall victim to drugs, violence, and teen pregnancy. Right Moves for Youth encourages the youth not to be defeated by what statistics have labeled them to become, and puts the power back into their own hands.


Images

The look and feel of images used to represent the brand should fit the theme of the campaign. Directive words to describe the look and feel of the campaign would be bright, prideful and motivational, which all describe the essence of the Right Moves for Youth brand. Images should be clear crisp, and un pixelated. Subjects in the images should portray members of the target audience engaged displaying pride, joy and satisfaction.


Final Designs


Print Ads



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